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The new content-centric marketing team
The new content-centric marketing team

To stay relevant in this ever-changing digital landscape, marketing teams have had to switch gear, speeding up the marketing process and learning new channels as quickly as possible. Speed is important to keep up with the changes but can have a detrimental impact on content quality.

The amount of content that brands now need to produce has increased exponentially - as content now needs to be adapted for each specific marketing channel, optimised, regionalised, and measured. The process and scale of content production are vastly different from what they were only 10 years ago.

To help stay abreast of the amount of content needed to be produced, leading marketing teams are looking outside of their borders, working more closely with other business departments than ever before. By identifying and analysing engagement data and insights across the entire customer experience, from all business divisions, marketing teams are able to build more effective marketing campaigns by offering more diverse and interesting content. 

By building closer ties with other business departments the traditional business silos are beginning to dissolve. In order for brands to offer consumers the best content experience throughout the entire customer journey, the integration of business divisions had to occur.

The best marketing teams have not only aligned themselves with the business's goals but have also aligned themselves with each business division's goals and aspirations - supporting every customer interaction with relevant and valuable content. When it comes to customer experience consistency is critical and marketing needs to be involved at every step of the journey. It is no longer effective for marketing to simply hand off leads to a sales department and call their job done.

The increase in the volume of content brands now need to produce has also had a direct impact on how brands choose to engage and work with their creative and digital agency partners. 

This change started with diversification, as agencies started to specialise in creative, digital, SEO and now content - marketing teams have needed to build and maintain relationships with an increasing number of external agencies. This change comes at an increased cost, and often a reduction in efficiency. 

To offset cost and centralise production many brands are adopting less traditional content creative strategies such as outsourcing content creation to freelancers who are managed by internal teams, or create remote content creation teams offshore. 

In effect, brands are building decentralised content production teams in order to centralise content management.

In order to make decentralised content production work, and manage a high-speed marketing strategy operating across multiple channels (or delivery methods) marketing teams need the right technology solutions to provide the support needed to operate at scale.

This is where the complexities can start to pile up.

To manage all of the rapidly moving parts in the modern marketing machine, brands are turning to technology to try and gain visibility over the entire marketing process, and find ways to best measure the effectiveness of their marketing efforts. However, just like the agency space, the martech space has exploded with the number of specialist and niche tools on offer.

With the majority of these tools focused on specialisation, marketing teams currently use anywhere from 20 to 200 different products to run their marketing efforts. From basic planning tools like Trello to measurement tools like Google Analytics, to highly complex workflow tools like Camayak  - there are now over 5,000 different marketing focused products available globally.

This means that marketing teams now need to become product specialists, to be able to wade through so many product offerings in order to build the best martech stack to deliver the right business results. The need for product expertise, in addition to multi-channel skills and the ability to work at speed, are the biggest challenges facing content-centric marketing teams today.

It’s no longer about finding the best talent, it’s also a matter of using the right technologies and the ability for marketing teams to work together easily with remote or outsourced resources, across all marketing channels, and across multiple markets or regions.

How content-centric is your team?

To effectively put content at the centre of your marketing strategy your team needs to be aligned with both the strategy itself and structured in a way that best supports it. 

Many brands understand the need for a content-centric approach but don’t take the time to re-evaluate their marketing team structure in relation to this strategy change. This where things break at scale.

If you want to pursue a content-centric marketing approach then you need to step back and reassess the people, skills and resources you have to hand. Understand where any skill gaps are and create a clear roadmap of what additional skills you will need in the next 6-12 months.

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